When it comes to digital channels, there are online, mobile, social and email channels and each of these has specific skills that assist with digital marketing overall. For example, mobile would include mobile website optimisation, SMS marketing and mobile apps. Online includes Search Engine Optimisation to improve a website being found in search engines like Google. Social media can include social community management which is the art of engaging and conversating with customer fans.

Across all channels, copywriting and good content has an important role to play that assists with conversions. Conversion rate optimisation is the art of constantly testing, trialling, measuring and tweaking content and other elements to increase channel effectiveness.

Underpinning all of this is analytics where data explains and tracks performance so that you can make the right decisions to increase digital performance.

As you can, there is a lot to digital marketing and its very common to specialise in certain areas to become a real expert with it.